From that day on we started to build on that idea.”. In conclusion, in most cases, the sum of an integrated campaign gains more traction than its individual parts. That’s all it said. That is the bedrock on which all of the campaigns’  successes were built and that strong foundation allowed the message to work across multiple platforms and gave planners a basis to create truly integrated campaigns. But there has never been a more far-reaching digital effort honoring a sports hero than the hashtag #R2SPECT, created by advertising agency Weiden+Kennedy for the Jordan (as in Michael Jordan) brand. A postcard can promote new business by sending mail to qualified individuals or locations. Let’s take a look at five notable integrated campaigns that certainly have given their advertisers a significant bang for the buck, at the very least in the brand awareness category. Atomic London chose to highlight the ads through print, digital, and film to insure that a consistent message was distributed to the constituents that needed to hear it. The next quarter, when the ads started to run, the company gained 149,000 subscribers. For many businesses, social media has become a preferred tool for marketing and promotions. When thinking about how to create a successful integrated marketing campaign, Pickton and Broderick’s 4 Cs explained in their book Integrated Marketing Communications can be a handy test. Those who refer friends might earn a free month of membership or a free class. Then, the internet, websites and social media came along and marketing options exploded. The original idea of integrated marketing was to blur the lines that separate creative, media, television, radio, and print. But it's a necessity, which is why companies spend so much money on it. Southwest Airlines brand promise has always been one of low fares and high value. The UK-based Cancer Research has declared this campaign a success. Whether you attend a trade fair or sponsor a fundraising event, you can broaden your audience. Marketing is a challenge, even for the most well-run businesses. It could also offer them a free 3-day trial. “The idea was explained as: ‘like a girl’ has been around forever and is uses in derogatory ways, let’s change the meaning of it. If this is something you are interested in, give us a call. And, when the sponsorship includes an on-site booth, you can offer contestants the opportunity to sign up for a giveaway (don’t forget to collect email addresses and permission to contact them). The fitness center could then hire a professional mailing service to find and buy mailing lists fitting the criteria. Get all our latest content for Interactive delivered to your inbox each month. It’s hard to visit a sports message board or a Football Fan Group on Facebook without seeing one of these fan created memes. A successful alter ego had DirecTV, the unsuccessful alter ego was a cable subscriber. Integrated Marketing Communications is an integration of marketing tools such as advertising, online marketing, public relation, direct marketing, and sales promotion. Feminine products certainly fall into this category. Many integrated campaigns are planned as multi-channel messages from the start. A well-thought-out social media plan could also include posting photos on Instagram, using Facebook Live to broadcast regular Q & As with instructors or YouTube videos of gym members telling personal success stories. Promoted online and offline to American Express cardholders and businesses using Amex, the aim was to get people back into their main street or high street and to support smaller, local stores. This authenticity leads to the emotional connection that is needed no matter what type of marketing style is used. The film ends with the tagline “Let’s make #likeagirl mean amazing things.”. The video inspired hundreds of fan created videos that were put on various social media platforms, thus pushing the campaign to true viral status. This marketing communication strategy example is just the beginning. To integrate old and new in a good marketing fusion, however, it also takes creativity. A quick search  of Google images for “Peyton Manning DirecTV” shows hundreds of fan created memes using the Alter Ego concept. In marketing, using a wide variety of media to get the word out about a company or product is now the norm. Then along came digital marketing. While numbers from this newly launched campaign are not available, it’s safe to say that the buzz the campaign has created on both Twitter and Facebook are positive signs. The campaign was one of most awarded campaigns in 2014. We call it integrated marketing communications. The first step is to create a strong Facebook business page with a complete description, your business location, hours and other information a customer needs most. Chances are not everyone who visits your business has a Facebook page or an Instagram account. Like all direct mail, a postcard must be delivered to the right audience. The campaign started in 2014 with Rob Lowe playing out two alter egos. But very few would argue that the former Yankee shortstop Derek Jeter is a rare sports legend. With landing pages, you are able to track response rates and can determine a mailing, email or promotions effectiveness. There are also interactive components to the site that allow visitors to take a quiz called “fee or fake” where the site highlights fees charged by their competitors, complete with a dancing Southwest Airlines pilot. Cancer Research UK wants people to think about how a simple signature could help cure cancer. Let’s take a look at five notable integrated marketing campaigns that gave their advertisers a significant bang for the buck for brand awareness category. The top 200 advertisers collectively spent a record … And thus, the #likeagirl campaign was born. Their campaign, created by Atomic London, fuses television, print, and digital to get the word out that leaving money to cancer research in your will can help the future. Their campaign, created by Atomic London, fuses television, print, and digital to get the word out that leaving money to cancer research in your will can help the future. When considering social media for your business, be sure to look into multiple networking sites and research whether your audience is active. In order to re-iterate the airline’s claim as best value in the skies, Southwest recently launched it’s. As with most integrated campaigns, the #R2SPECT campaign began with an inspiring video, depicting famous New Yorkers of all stripes tipping their hats to Jeter for his accomplishments with the Yankees. In short, we’ve become too cat (disinterested and aloof) while we should be embracing our inner dog (energised, interested and excited by the possibilities of every day life). There are so many possibilities with integrated marketing communications that it can make heads spin, which is one reason businesses often call in professionals, like Bluegrass Integrated Communications, to help them develop an integrated marketing plan. The DirecTV “Alter Ego” campaigns is one where the creative is so good, the fans can’t wait to participate. True sports legends are rare. Taken October 2015. For more on concept and execution, you can read more about the campaign which was Campaign Magazine’s campaign of the year for 2013. A public relations campaign was launched simultaneously. How about an email blast about a new spin or yoga class your location is offering? Keep in mind, though, that these examples of marketing communication strategy can be easily adapted to any type of business or organization.


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